青年文化驱动下的语言景观创新：重庆熙街后现代符号的多维解读

The Innovation of Language Landscape Driven by Youth Culture: Multidimensional Interpretation of Postmodern Symbols in Chongqing Xijie

摘要: 语言景观聚焦于公共空间中的各类语言标牌，是社会文化的现实反映。“后现代”语言景观特征伴随着社会中出现的新事物、新概念而产生，是对“现代性”的反思和超越，集中体现了后现代生活方式的符号化特征，为解释城市语言景观提供了新的视角。研究以重庆熙街为研究的样本，整合语言景观学与多模态符号学理论，采用实地考察以及多模态语料分析以及语言符号解读相结合的方法，从场所符号学视角、语言权势视角，深入探究其后现代语言景观的典型特征、生成机制和文化隐喻。研究发现熙街语言景观在“普通专名”与“专名 + 分类名词”两个层面表现出显著的后现代特征，具体表现为隐喻性替代、时空处置、情感导入、多重语码、数字植入等，体现了对传统语言规范的突破、对多元文化身份的诉求以及对消费情感价值的强调。同时，研究也指出其在语言规范性、文化深度与系统规划方面存在的问题，并据此提出融合本土文化、构建青年共创机制等优化路径，以期为城市语言景观的建设与管理提供参考。

Abstract: Language landscape studies focus on linguistic signs in public spaces, serving as a tangible reflection of socio-cultural realities. The “postmodern” characteristics of language landscapes emerge alongside new social phenomena and concepts, representing a critical reflection and transcendence of modernity. These features epitomize the symbolic nature of postmodern lifestyles, offering fresh perspectives for interpreting urban language landscapes. Using Chongqing’s Xijie as a case study, this research integrates language landscape theory with multimodal semiotics. Through fieldwork, multimodal corpus analysis, and linguistic symbol interpretation, it explores the typical features, formation mechanisms, and cultural metaphors of postmodern language landscapes from place semiotics and linguistic power perspectives. The study reveals distinct postmodern traits in Xijie’s language landscape at two levels: “common proper nouns” and “proper nouns + categorical nouns.” These traits manifest as metaphorical substitution, temporal-spatial manipulation, emotional induction, multilingual codes, and numerical embedding, reflecting challenges in breaking traditional linguistic norms, embracing multicultural identities, and emphasizing consumer emotional values. The research also identifies issues in linguistic standardization, cultural depth, and systematic planning. Proposed optimization strategies include integrating local culture and establishing youth co-creation mechanisms, aiming to provide references for urban language landscape development and management.